At a time when Google has just begun to delete the last third-party cookies, the advertising world is in upheaval and many publishers are rethinking their advertising strategies.
Against this backdrop, 366, the advertising network for all the regional daily press publishers, and First.id, the first-party identification solution, have formed a partnership to help publishers and advertisers work together without third-party cookies.
Already present on more than 100 sites belonging to 13 media groups, First.id will also be helping the sites of the Ebra, La Dépêche du Midi, Sud-Ouest, Rossel, Centre France, Nice Matin, Le Télégramme, La Provence, La Nouvelle République and other groups to make the most of their first-party data.
366 will have its own deterministic identifier for all PQR Internet users, enabling it to qualify and guarantee the addressability of all its audiences, regardless of browser (Chrome as well as Safari and Firefox, etc.) for programmatic purposes and for direct sales by 366 for 1st party data.
With this partnership, First.id will now be able to identify more than 85% of French Internet users in the 15+ target group and more than 90% of 25-49 year-olds in the CSP+ category, while strictly complying with the requirements for consent and protection of personal data laid down by the RGPD and its application in France.
"Stéphane Delaporte, Managing Director of 366, said: "The partnership with First.id now enables all our publishers to remain 'at scale' in the market, without any major disruption to their purchasing habits, while scrupulously complying with the RGPD
"First.id technology enables all our partners to operate with us with guaranteed respect for privacy, but also great efficiency, similar to that which prevailed before the end of third-party cookies. " For Thibaud Chevalier, Digital Director at 366
David Folgueira, CEO of First.id, comments: "Working with 366 strengthens our value proposition for the digital ecosystem. We are delighted and proud to be contributing to improving the monetisation of prestigious publishers, by giving them more resources to enhance the value of their content in the face of the major US platforms".